Rio de Janeiro Has Brazil’s Strongest Brand Image in 2026
Rio de Janeiro brand image reached the highest score among all Brazilian states in 2026, according to the Marca Brasil survey conducted by consultancy firm OnStrategy and published by CNN Brasil.
The study placed Rio de Janeiro at the top of the national reputation ranking with a score of 8.2 out of 10, ahead of São Paulo, which received 8.0.
The result reinforces Rio’s position as one of the country’s most recognizable and influential destinations in tourism, culture and lifestyle.
Rio de Janeiro Brand Image Leads National Ranking
The Marca Brasil survey evaluated the reputation and public perception of Brazilian states among both domestic and international audiences.
Rio de Janeiro brand image stood significantly above the national average for Brazilian states, which reached 6.4.
Researchers highlighted Rio’s strong association with tourism, culture, natural beauty and national identity.
Even with ongoing urban and social challenges, Rio continues holding a central position in the Brazilian imagination and international perception of the country.
Top 10 Brazilian States by Reputation and Image
- Rio de Janeiro: 8.2
- São Paulo: 8.0
- Bahia: 7.3
- Distrito Federal: 7.3
- Paraná: 7.3
- Minas Gerais: 7.1
- Rio Grande do Sul: 7.0
- Ceará: 6.9
- Pernambuco: 6.9
- Santa Catarina: 6.8
Why Rio de Janeiro Brand Image Remains So Strong
Rio de Janeiro continues benefiting from decades of global exposure linked to beaches, music, sports, Carnival and iconic landmarks such as Christ the Redeemer and Sugarloaf Mountain.
The city also remains one of Brazil’s most internationally recognized tourism destinations.
Large-scale events and growing international visibility continue strengthening Rio de Janeiro brand image among travelers and investors.
In recent years, the city has hosted global concerts, sporting events and major tourism campaigns that expanded its international reach.
The Southeast Dominates Brazil’s Reputation Rankings
The Southeast region recorded the strongest overall results in the survey, driven mainly by Rio de Janeiro and São Paulo.
These states concentrate major economic activity, media influence and tourism infrastructure in Brazil.
The survey also identified the South region as the most balanced geographically, with all states scoring above 6.8.
Paraná stood out with a score of 7.3, tying with Bahia and the Federal District.
Beauty and Tourism Continue Shaping Brazil’s Image
Although Rio led the general ranking, the Northeast region achieved the strongest cultural score in the “Beauty” category.
According to the study, the Northeast reached 6.62 in this category, surpassing the Southeast’s 6.15.
Researchers also highlighted Mato Grosso for its strong internal quality perception despite lower international visibility.
The Survey Included Brazilians and International Participants
OnStrategy conducted the Marca Brasil survey between October 2025 and March 2026.
The research included responses from more than 192,000 Brazilians and 278,000 international participants.
Participants included citizens, business executives, journalists, influencers and public authorities from countries across Europe, the Americas, Asia, Africa and the Middle East.
Rio Continues Strengthening Its International Position
The strong performance of Rio de Janeiro brand image reflects a broader movement taking place across tourism, hospitality and real estate in the city.
International demand continues increasing for experiences connected to lifestyle, culture and premium urban living in Rio’s most iconic neighborhoods.
Areas such as Ipanema, Leblon and Copacabana remain central to this transformation because they combine global recognition with high tourism appeal.
